A. You are a newly hired coffee buyer for Peet’s Coffee Company. The company wants to obtain exclusive rights to the annual crop of a highly desirable, rare coffee grown on a certain finca (coffee plantation) in Guatemala. You’ve been asked by your boss to open communication with the owner of the Guatemalan finca in order to pursue a buying arrangement. The owner, although he speaks textbook English, has never heard of you or Peet’s Coffee Company, since you’ve always bought through a middleman. Using this information, complete your assignment.

QUESTION

Choose one of the hypothetical situations below to brainstorm and
complete a business letter, concentrating on an organizational
plan. Submitted your completed assignment.
Assignment: Using the example strategy sheet in Box 5.2, create
your own strategy sheet to help you to complete a two page
business letter or draft a business letter.
Hypothetical Situations:
A. You are a newly hired coffee buyer for Peet’s Coffee Company.
The company wants to obtain exclusive rights to the annual crop
of a highly desirable, rare coffee grown on a certain finca (coffee
plantation) in Guatemala. You’ve been asked by your boss to
open communication with the owner of the Guatemalan finca in
order to pursue a buying arrangement. The owner, although he
speaks textbook English, has never heard of you or Peet’s Coffee
Company, since you’ve always bought through a middleman.
Using this information, complete your assignment.
B. You’ve been selected as the student representative for
international relations at Canada College. The college president
has asked you to promote Canada as a desirable college to high
school students in Tokyo. They have requested information from
all community colleges. What is your next step? Use this
information to complete your assignment.

Use another hypothetical situation from question 1 to draft a
second business letter for this assignment. Be sure to include
your brainstorming and strategy skills from Assignment 1 to draft
your letter. You can also use the outline or strategy sheet from
Assignment 1 to draft your second letter.

ANSWER

Hypothetical Situation A:

To: [Owner’s Name]
[Owner’s Title]
[Finca Name]
[Address]
[City, Country]

Date: [Date]

Subject: Exclusive Buying Arrangement for Rare Coffee Crop

Dear [Owner’s Name],

I hope this letter finds you well. My name is [Your Name], and I am the newly hired coffee buyer for Peet’s Coffee Company. It is with great enthusiasm that I reach out to you today on behalf of our company, as we are interested in establishing an exclusive buying arrangement for the annual crop of your highly desirable and rare coffee.

Having recently joined Peet’s Coffee Company, I have been tasked by my superiors to open direct communication with coffee producers of exceptional quality such as yourself. We have heard remarkable things about the coffee grown on your esteemed finca in Guatemala, and we believe it aligns perfectly with our company’s commitment to sourcing the finest coffees from around the world.

While we understand that you may not have heard of Peet’s Coffee Company directly, we have been purchasing our coffee through a middleman until now. However, in an effort to strengthen our relationships with exceptional coffee growers, we are eager to establish a direct partnership with you. We value the direct connection with producers and believe it will allow us to ensure the highest quality standards for our customers while creating a mutually beneficial business relationship.

We would be honored to have the exclusive rights to your annual coffee crop. Our company’s extensive experience in the coffee industry, combined with our commitment to sustainability and fair trade practices, make us an ideal partner for the growth and promotion of your exceptional coffee. Peet’s Coffee Company has a wide distribution network and a loyal customer base that appreciates unique and exceptional coffees.

In order to discuss this opportunity further, I would be delighted to schedule a meeting at your convenience. This would provide us with the chance to explore the details of the proposed buying arrangement and address any questions or concerns you may have. Alternatively, if you prefer initial communication via email or phone, please let me know, and I will accommodate your preference accordingly.

Thank you for considering our proposal. We genuinely believe that partnering with your finca would not only enhance our coffee offerings but also contribute to the growth and success of both our organizations. We eagerly await your response and the possibility of collaborating with you to bring the extraordinary flavors of your coffee to coffee lovers around the world.

Sincerely,

[Your Name]
Coffee Buyer
Peet’s Coffee Company

—

Hypothetical Situation B:

To: [College President’s Name]
[College President’s Title]
Canada College
[Address]
[City, State/Province, ZIP]

Date: [Date]

Subject: Promoting Canada College to High School Students in Tokyo

Dear [College President’s Name],

I hope this letter finds you well. As the student representative for international relations at Canada College, I am honored to be entrusted with the responsibility of promoting our esteemed institution as a desirable choice for high school students in Tokyo. In response to your request for information from community colleges, I have developed a strategic plan to attract prospective students from Tokyo and create awareness about the opportunities Canada College offers.

First and foremost, it is essential to establish a strong online presence to reach out to Tokyo’s high school students effectively. To achieve this, I propose the following actions:

1. Website Localization: Create a dedicated section on our website specifically targeting Japanese students. This section should provide comprehensive information about our college, including admission requirements, academic programs, scholarships, campus facilities, and student testimonials. It should also be available in Japanese, ensuring accessibility and ease of understanding.

2. Social Media Campaign: Launch a targeted social media campaign on platforms popular among Japanese students, such as LINE, Instagram, and YouTube. Through

engaging content, we can showcase the vibrant campus life, highlight the success stories of our Japanese students, and address frequently asked questions.

3. Virtual Information Sessions: Organize live virtual information sessions exclusively for high school students in Tokyo. These sessions would provide an opportunity for students and their families to interact with our faculty, current students, and alumni. We will emphasize the unique benefits of studying at Canada College, such as our strong academic programs, personalized attention, and diverse campus community.

4. Collaborations with Local Educational Institutions: Establish partnerships with Tokyo-based high schools and educational consultants to conduct workshops and seminars promoting Canada College. These collaborations will facilitate direct interactions with potential applicants, allowing them to gain deeper insights into the benefits of studying at our institution.

5. Alumni Network Engagement: Leverage our network of Japanese alumni to share their success stories and experiences with prospective students in Tokyo. This can be achieved through online testimonials, participation in information sessions, or even arranging small alumni gatherings in Tokyo.

By implementing these strategic initiatives, we can effectively promote Canada College as an attractive option for high school students in Tokyo. I am confident that our efforts will result in increased awareness, a higher number of applicants, and ultimately, an enhanced reputation for Canada College within the Japanese education market.

I would welcome the opportunity to discuss this plan further and receive your feedback and guidance. Your support and insight are invaluable in ensuring the success of this endeavor. Together, we can create a compelling narrative that showcases Canada College as a top choice for Tokyo’s ambitious and talented students.

Thank you for entrusting me with this important responsibility. I look forward to working closely with you and the college administration to achieve our shared goals.

Sincerely,

[Your Name]
Student Representative for International Relations
Canada College